Reference no: EM132226436

INTEGRATED MARKETING COMMUNICATIONS: Fall 2018-19 FINAL PROJECT Phase I STUDENT LEARNING OUTCOMES Upon completion of this project, students are expected to: A. Explain the uses of different marketing communication tools. B. Write a brand positioning statement. C. Write operational objectives for a communication campaign. D. Identify basic principles of communication and persuasion that apply across all forms of marketing communication. E. Set up the process of an integrated marketing communication campaign. F. Demonstrate the application of the local and regional regulatory environment. G. Demonstrate professional and ethical standards related to marketing communication. You will organize yourselves as a marketing communication agency that has been hired by a local company to develop a marketing campaign for the firm. You are required to research the identified target market and formulate a tailored marketing campaign for your client to be launched in Saudi Arabia The campaign must be consistent with the culture and regulations of the firm and the country. You will develop a series of marketing materials to promote your idea. You will be evaluated for consistency of your idea with the company's core identity; and the overall integration of your message across the campaign. Moreover, creativity will be a major plus point. Keep in mind all the marketing tools we covered throughout the course and come up with a captivating campaign. As a marketing agency, each team member must assign herself a role (such as, account planner, creative). Guidelines: Following guidelines should help students structure their project: Phase I: Analysis (15%) Introduction The introduction should include a brief purpose of the project. Internal Marketing Communication Strategy Identify the current marketing communication strategy of your chosen company. What type of media do they typically use? Is their current strategy effective? 3. Situational Analysis You will do a complete research of the following: General Environment Analysis: Customer Analysis: Who are their current customers? You can identify by classifying customers into the variables discussed in class. Competitor Analysis: Who are their direct and indirect competitors? What communication strategies do they typically use? Phase II: IMC Plan (15%): THE CREATIVE BRIEF 1. Objectives of the promotional campaign a. List your primary and secondary objectives of designing this campaign. 2. Target Market – a. Who is the intended audience to which your idea is aimed at? Describe your target market and why have you chosen this segment of the market. 3. The message theme a. Which positioning strategy do you want to pursue? What is your unique selling proposition? What is the product positioning that you want to create in customers' minds? 4. Media Strategy – a. Develop your media strategy. This must include: i) Promotional Appeal ii) Media Plan: These may include: Traditional Media Choice (TV, radio, magazine etc) You must present: a. storyboard for TV/you tube ad b. script for radio ad c. Poster ad for magazine For all this, you must pay close attention to message strategy and design i.e. objective of ad, target audience, message theme, appeal etc. Interactive Media: You must design the opening page of a Website. This can be done in Publisher, Word, or hand-sketched depending on your backgrounds and skills. You should address what purpose the website will serve. Or You must discuss various interactive marketing methods such as online advertising, blogs, on-line social networks, e-mail campaigns, and viral marketing. C. Alternative Marketing: In this section, you should describe initiatives for buzz marketing, guerilla marketing, product placements etc. Choose 2 options from A and 1 from B. For any of the above options, you must present visuals in the Phase III. Sales Promotion For this portion of the IMC Campaign, you are to examine the consumer promotions that will be offered. As part of the IMC Campaign, you should discuss the actual consumer promotions items to be used, such as coupons or premiums. By creating the actual consumer promotion, think more carefully about how the marketing piece fits with advertisements already created as well as the other IMC components. (This list is only there to give you a rough idea. You are expected to come up with tools that would best fit the company's needs). Phase III: Visuals 20% and presentation 10%: During your presentation you are required to present visuals you designed in Phase II and explain the thinking behind the design and justifications of using this style of execution. NOTE: The content listed in this assignment in no way restricts the inquisitive student. On the contrary, it is meant to provide a starting point for in-depth research, analysis, and self-directed learning. Construction Assignments must conform to the following structural requirements – A cover page with course, assignment title, student names and student IDs, instructor name, and date of submission; Times New Roman 12 pt. Font (or Calibri 11 pt Font); Bibliography of all the sources you have used; visited or consulted while researching for this assignment. Appendix as required. Presentations (10%) and visuals (20%) will be evaluated by a jury. (Rubrics attached).